DATA4500: Marketing and Social Media Analytics

Learn marketing frameworks, social media analytics, generative AI for marketing, and predictive modelling — from STP and the 4Ps through engagement analysis, CLV, and churn.

01

Marketing Frameworks and Evolution

Week 1

Welcome to DATA4500! This week introduces the core marketing frameworks (3Cs, STP, 4Ps), how promotional channels have evolved into digital and social experiences, and how the consumer journey maps onto the conversion funnel.

Course Materials

Lecture Slides

Lesson 1 — Marketing Frameworks and Evolution: 3Cs, STP, 4Ps, AIDA, and the digital shift.

Notebooks & Labs

Week 1 Notebook

Google Colab notebook for Lesson 1 exercises and hands-on practice.

02

Marketing Analytics, Trends and Software

Week 2

This week covers marketing analytics fundamentals — descriptive, predictive, and prescriptive analytics — plus the main software tools used for marketing and social media analysis.

Course Materials

Lecture Slides

Lesson 2 — Marketing Analytics, Trends and Software: analytics types, data, and common tools.

Notebooks & Labs

Week 2 Notebook

Google Colab notebook for Lesson 2 exercises and hands-on practice.

03

Sentiment Analysis

Week 3

This week introduces sentiment analysis for marketing: classifying customer messages, preparing text data, comparing dictionary and machine-learning approaches, and evaluating results on an imbalanced dataset.

Course Materials

Lecture Slides

Week 3 — Sentiment Analysis: concepts, text preparation, approaches, evaluation, and marketing applications.

Exercise & Dataset

Orange Sentiment Analysis Exercise

A guided, no-code Orange Data Mining lab using 100 BrewLab customer messages.

BrewLab Sentiment Dataset

Download the 100-message CSV file used throughout the slides and exercise.

04

Social Media Content and Engagement Analysis

Coming soon

Content for Week 4 will be available soon.

05

Assessment

Coming soon

Content for Week 5 will be available soon.

06

Influencer Marketing and Network Analysis

Coming soon

Content for Week 6 will be available soon.

07

Generative AI for Marketing Analytics

Coming soon

Content for Week 7 will be available soon.

08

Data Visualisation and Storytelling

Coming soon

Content for Week 8 will be available soon.

09

Marketing and Social Media Strategy Optimisation

Coming soon

Content for Week 9 will be available soon.

10

Customer Lifetime Value and Churn

Coming soon

Content for Week 10 will be available soon.

11

Predictive Modelling

Coming soon

Content for Week 11 will be available soon.

12

Assessment

Coming soon

Content for Week 12 will be available soon.